The main difference between product-based content and other marketing content is the focus. The story is specifically about the product instead of the brand or industry. The customer is still the hero of the story but the solution to their conflict is a very specific product or service.
Don’t Forget Who the Hero Is
It’s important to clearly identify the features and benefits of each of your products and services. As you can see, they are the framework that you build good content on. When you are living and breathing your brand, it may be difficult to separate the two in your mind. Why? We are so wrapped up on the brand that we forget to keep the customer front-and-center. We focus on the product instead. Never forget who your hero is. If you have trouble deciphering between a feature and a benefit, think of it this way: each feature your product offers brings a benefit to your customers.
Features
Features are what your product or service does. They are the characteristics that set it apart from the competition. Features are the bullet points in a Amazon product description and the information in the product details section. They are the elements customers can customize such as size, color, version, or functionality.
Benefits
Benefits describe why those features matter and how they help your customer solve their conflict or problem. The benefits are the direct results of the features. In Amazon product descriptions, the benefits are described in the opening paragraph, in the longer product description below the bullets, and in how-to videos.
For product-based marketing content, it’s the benefits that compel your target audience to purchase. Tell the story of how the features drive the benefits but spend more time on the outcome than the details. Highlighting benefits over features paints a picture of what life will look like after the customer purchases the product or service.
Features are Facts, Benefits Drive Feelings
Customers often make purchase decisions based on emotion. The most effective product-based content will show your audience the benefits of your product will make their lives better instead of telling them about the features. Features are facts, benefits drive feelings — and ultimately purchases.
Case Study
When I write blog posts for my client Calldrip, I start by acknowledging an issue their target audience is dealing with. It could be increasing lead generation, speeding up their sales teams’ lead response rate, or lead attribution. I paint a picture with data, statistics, and real-life sales situations that shows them that Calldrip understands the nuances of the problem. Then, I offer a Calldrip product as a solution. I highlight the features of the Calldrip solution in real-life situations to show them how their business would benefit from implementing Calldrip into their workflow. I end the piece with a hopeful, positive look into their future if they just contact Calldrip today for a demo. That is product-based content using a features and benefits story arc.
If you are struggling to create effective product-based content and marketing campaigns, I would love to help you. Give me a shout today for a discovery call.
